IT IS truly heartwarming how a simple teddy bear can spark so much joy in a child.

The project dubbed as “Bears of Joy” is a long-running special project of SM Supermalls where mall shoppers may purchase a pair of plush bears -- one of which they keep and the other to give for donation to the less privileged children in the community or to a chosen beneficiary.

This year’s collection is inspired by “family.” It features four adorable “FamBears” reminding shoppers to share the joy and love of Christmas with those in need this season.

The SM Bears of Joy campaign also intends to bring much-needed smiles to children and allow SM’s community of shoppers to contribute to spreading joy and charity to other people.

In Zamboanga City, SM employee-volunteers led the distribution to more than 200 children from Reception and Study Center for Children in Mampang, Social Development Center in Santa Barbara, Central School SPED Center, and Holy Trinity Open House Foundation in Pasonanca.

“The unwavering participation and support of SM customers have impacted the lives of countless children in need. During the distribution, we saw the joy in the eyes of these children and it’s truly a heart-warming experience,” shared Aileen Ann Villa-Enriquez, Mall Manager of SM City Mindpro.

SM Cares is the corporate social responsibility arm of SM Supermalls, responsible for initiatives that focus on communities and the environment.

In addition to its programs on women and breastfeeding mothers, SM Cares’ advocacies include programs on the environment, person with disabilies and senior citizens, and children and youth. (PR)